The action intends to carry out structural changes in the community and have a program for development based on physical movement.
Rexona is taking its “Breaking Barriers” project to Jardim Peri, in São Paulo, the community where the player Gabriel Jesus was raised and where he emerged to the world of football. The action, which uses the athlete’s story to inspire other children and adolescents, intends to carry out structural changes in the community and have a program for development based on physical movement, training teachers, coaches and local leaders.
Created in partnership with Instituto Jd. Peri and Lov.Futbol, the project reached the community with a different proposal. He replaced the traditional graffiti of Gabriel Jesus with the faces of children from Peri, a way to inspire them to go in search of their dreams just like the local idol did.
The story is portrayed in the partnership’s launch film, starring the player and young people. Its soundtrack is Racionais MC’s song “Life is a challenge”, which brings lines like “I’ve always been a dreamer, that’s what keeps me alive. When I was a kid, my dream was to be a football player, you see”. The creation is by the Energy BBDO agency.
“We know well all the barriers that exist for those from the periphery and we know how important it is to help these kids to believe that it is possible to have a better life and move forward. Sport has always been for the periphery, much more than leisure, it is a space for the formation of the collective spirit that governs the broken, “says Edi Rock, from Racionais MC’s.
According to the company, the “Rexona Quebrando Barreiras” project works with two pillars. The first is focused on training mentors and teachers to provide tools that help communities stay on the move; and the second is the development of partnerships with NGOs that promote social inclusion through activities such as sports and dance.
